Team Ignition teamed up with production company Slim Pictures and director Thomas Garber to show two sides of the 2016 Nissan Maxima in “Day and Night.”
The spot opens on a man exiting the office after a long day of work in the city and getting into his Maxima. After looking at his watch, he presses the button switching from “Normal” to “Sport” mode and the car changes from red to black. As he speeds through the city to the tune of Wiz Khalifa’s “Work Hard, Play Hard” he smirks, clearly enjoying the ride, and then arrives home to his family sitting down to dinner.
The spot illustrates the vehicle’s multifaceted personality, not just in the “Normal” and “Sport” modes of the car, but also in the Maxima’s functionality as both a sports car and family sedan. Despite showcasing these new features, the approach is a bit traditionalist, focusing on shots of the car speeding through the city in an attempt to let the vehicle speak for itself. “Day and Night” will run in 60 and 30-second versions in primetime slots during the NBA Finals and during MLB games.
Credits:
Creative Agency: Team Ignition
Account Director: Alex Fino
Art Director: Hector Arellano
Associate Creative Director: Derrick Rivers
Creative Agency: Team Ignition
Executive Creative Director: Dilam Mattia
Executive Producer: Allen Perez
Production Company: Slim Pictures
Producer: Kate Thuman
Executive Producer: Tom Weissferdt
DOP: Ottar Gudnason
Director: Thomas Garber
Visual Effects: Vincent Wauters
Post Production House: Fellow LA
Flame Artists: Miles Essmiller
Post Production Company: Republic Editorial
Editor: Keith James
Asst. Editor: William Franklin
Senior Post Producer: Scott Pittman